Emma Pickering, Senior Strategist at Brandon, shares 5 tips that will help anyone be more creative.
There is no word in the Tibetan language for creative, the closest translation is natural.
Yet so many of us shy away from the mere thought of creativity, claiming ‘it’s just not me’ and leaving it safely in the hands of the ‘professionals’. There lies the creativity myth.
If there is anything my time in the creative industry has taught me, it’s that each of us is creative and capable of coming up with amazing ideas. In fact, it’s often those claiming they aren’t creative that go on to unleash the most magic. Did you know that Walt Disney was fired as a cartoonist from a newspaper because he lacked imagination?
Each of us has the potential for creativity, and part of my role as a strategist is to empower my clients to unleash it. It’s always a collaborative effort, working together to get killer ideas to the finish line.
More than this, creativity is vital for how we connect as humans. So, without further ado, here are my 5 top tips to help unlock your creativity for the year ahead.
1. BE A FOOL
We often hear ‘there’s no such thing as a bad idea’, yet being asked to come up with one on the spot can feel daunting—knees weak, palms sweaty... hopefully we can bypass the vomit on the sweater. Our fear of judgment or pressure to deliver quality often stops us getting out the starting blocks. But ideas don’t begin flawless, and it’s not for us to judge their worth; only the audience decides what sticks.
Consider J.K. Rowling, who faced 12 rejections before her wizarding world found a home, or Thomas Edison, who saw failure as learning: “I have not failed. I've just found 10,000 ways that won't work.” Ideas grow like snowballs—small at first, then gaining momentum and shape as they roll. So, embrace being the fool you fear becoming and see where it takes you.
Be a fool, give yourself permission to just do, and learn what sticks.
2. BE NAIVE
“You must unlearn what you have learned”. Take it from Yoda, new ideas emerge when we challenge our assumptions, not defend them. We must encourage ourselves to see things as if for the first time, ideally through the eyes of your audience. Walk in their shoes, listen to their words, observe their behaviour and always question why to gain that fresh perspective.
Children are often referenced as mini masters of creativity because their natural curiosity and naivety give them freedom to explore and experience things for the first time. Unlike adults, they aren’t constrained by preconceived ideas or rigid routines, which creates space for expression and creativity. This sounds obvious but its underrated.
Be naive, question everything and don’t be afraid to dig a little deeper.
3. BE A GLUTTON
If Monet had never set foot in nature, could he have captured the shifting light and seasons so beautifully in his iconic Water Lilies? If Van Gogh had never seen the sky ablaze with stars, could he have transported us into the swirling vision that still stirs us today? Creativity must be fed. In a world where we often shut out the noise, we must remind ourselves to open our eyes and let inspiration in.
Steve Jobs believed “creativity is just connecting things,” and that creative people draw from a wider range of experiences than others to make unexpected connections. This doesn’t have to be hard work—start by consuming subjects you naturally love and use them as your creative superpower. For everything else, find comfortable ways to explore—walk and observe, watch videos, listen to podcasts.
Be a glutton, consume everything and make unexpected connections.
4. BE A THIEF
The pressure to be original can be paralysing, but what if I told you creative breakthroughs are usually derivative. New ideas come when we transform or combine what exists in reimagined ways. The Hunger Games brings together inspiration from Battle Royale with Roman Gladiator mythology. This proved the perfect combination of new but familiar to feed audiences, the book series remaining on The New York Times best seller list for over 100 weeks.
Often the best ideas come when we combine the unexpected, creating tension. Stranger Things draws on our warm fuzzy nostalgia for the 80s but clashes this with fear. Taylor Swift sells out tours worldwide through music that shows both her power and vulnerability.
Be a thief, steal and remix, create interesting clashes and tensions.
5. BE LAZY
Relaxation is fuel for creativity. It’s no coincidence that our best ideas often come to us in the shower - it’s been proven in neuroscience. When we relax the brains connection-making engine is activated. This is how we can solve problems subconsciously and why so often it’s after a walk, shower, meditating or good night’s sleep that solutions suddenly appear.
Don’t believe me? Paul McCartney came up with the melody for ‘Yesterday’ when he was stirring from sleep. It was so well formed that he thought the song already existed.
Be lazy, take that walk and let your mind flow.
And… one more bonus tip on the house – don’t forget to share your ideas, being open to feedback and collaboration. When we bring together our different perspectives a new kind of magic emerges. Embrace this and let it take you to new horizons.
Be collaborative, go together.